RC Cola, originally launched in 1905 by Claud Hatcher in Georgia, US, was originally known as Chero-Cola. In 1934, Chero-Cola was reformulated and re-released as Royal Crown.
The first company to introduce a low calorie diet cola – Diet Rite – and use the aluminium beverage can, RC Cola has always been early to innovate.
In the 1950s, RC was the first to sell soft drinks nationally in cans and introduced the 16oz bottle. In which formats is it now available?
Moshy Cohen: Over the past 107 years, RC Cola has become a loved brand and an enduring favourite for consumers all around the globe. Today, RC Cola is available in more than 45 countries through our network of over 100 franchised bottlers and distributors, and recognised as an iconic American brand.
The formats in which RC Cola is packaged vary from region to region depending on the local preferences of consumers and their respective markets. As a result, RC Cola can be found in almost any format, from metal to glass, from 250ml to 3-litre PET bottles, and in both refillable and non-refillable containers.
In every case, one of the strong advantages our bottlers see by partnering with RCCI is a tailor-made programme that addresses the unique needs and priorities of their market.
Our offerings include support for product development, operation set-up, quality review and technical services, together with marketing and promotional guidance.
In the 1980s, RC was the first to introduce a caffeine-free diet cola RC 100. Is this still available?
Cohen: RC 100 was a popular brand and really launched the caffeine-free diet cola movement. Over the years, as consumer tastes have changed, and as the RC brand has expanded to more countries and regions, our portfolio has adapted too.
Whether bottlers are looking for unique flavours or regional varieties, our research and innovation centre located in Columbus, Georgia, performs advanced product development, rigorous quality testing and world-class analytical services. The result is end-to-end support for our bottlers from conception to consumption.
The expectations and preferences for sugar- or caffeine-free colas vary considerably according to the region and market for which they are targeted. As a result, RC 100 has now evolved into RC Light, a sugar-free, caffeinated cola with no calories, offering the full flavour experience of a regular cola.
Diet cherry cola (Diet Cherry RC) was introduced in the US in the 1980s and has just been launched in the UK. Where else is it available?
Cohen: Diet RC Cherry Cola has been a favourite among consumers in the US since the 1980s, and the regular cherry cola was launched in the UK in early 2012.
RCCI has a full range of brands. We work very closely with our bottling partners to identify products that will meet the very different tastes and preferences of each individual market, from carbonated soft drinks to juices, energy drinks and teas.
Specialist flavours such as cherry do vary in popularity in different regions. And while RC Cherry Cola has not yet been rolled out in additional markets, we are working with our bottlers to explore consumer interest.
Part of American popular culture, it featured in The Nutty Professor and The Green Mile with Tom Hanks.
Are there any other promotional links in the pipeline?
Cohen: We are always looking for opportunities to showcase the incredible popularity of RCCI brands in modern culture. With RC Cola now available in more than 45 countries, we also work to secure opportunities around the world that meet the differing tastes and preferences of consumers in each region. As such, every promotional activity is coordinated and run on a regional basis, rather than being implemented on an international level, and we have activities under way in every market we serve.
Some recent regional examples:
Other than teaming up with the UK’s Cash&Carry chain Dhamecha and Asda, which other global retailers is it selling through?
Cohen: Placement of RC Cola is extremely diverse, depending on regional trends and the specifics of each locale. As such, our beverages can be found all around the world in almost every retail environment, from our key accounts and large stores to individual, local ‘mom and pop’ establishments.
Moshy Cohen is vice president marketing at Royal Crown Cola International.
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